The two products you need to turn strangers into long-term clients.
Daniel Priestley's framework, from Oversubscribed, pp. 121 to 121.
Product-for-prospects
Low-risk, low-price product that creates many happy customers and lets you see who fits.
Core offering
Full and remarkable client relationship that evolves over time and solves a real problem.
From chapter: CLIENTS VERSUS CUSTOMERS, pp. 121–121
A customer buys something and a client keeps coming back, so a customer results from a transaction and a client from a relationship. Priestley says you need low-priced, low-risk products-for-prospects to create many customers, then choose which to nurture as clients, plus a core offering for the full relationship. His example: 100 people buy a $40 ticket, you like 20, and you sign 10 as clients. A barbershop should know the one-off customers from the monthly clients.
